A brand audit involves a review of the whole, or segments of a company with respect to the public persona of the brand. Companies that believe in the relevance of a strong brand and the relative relationship to building a successful business will periodically do an audit as a evaluative exercise to make sure that everything relating to the brand is in-line with the corporate brand strategy – the goal is to ensure brand integrity (products, services, messaging, internal processes, identity and promotion…) and to deal with potential negative (alleviate) or positive (capitalize) issues that may be effecting the reputation the brand.

An audit will usually include both internal and external collection processes such as surveys, interviews and market research. Once an audit has been performed the data is analyzed, opportunities, strengths, and problem areas can be identified and addressed as required.

A brand analysis is the process of analyzing the brand audit data to determining brand strength in the context of the competition. It paves the way for recommendations that will help to build the brand where it may be weak, lacking or may suggest a more favourable market position.

The ultimate analysis will involve every aspect of the business including employee, customer, prospect, stakeholder and market perception of the brand, however there are many levels of audit and analysis that can be performed on a brand and there are many ways to address the analysis depending on time, budget and level of corporate commitment. The process determines measurable variables for the assessment of brand strength and lays the groundwork for the brand strategy and how it should affect the planning and implementation of communications and marketing planning.

Many companies may think they already know the state of their brand. Ignoring an audit and analysis process they will proceed directly towards a company re-brand in hopes to wipe the slate clean and repair the damage. Unfortunately, many of these companies end up falling into the same rut they are trying to get out of, because they fail to address the underlaying issues that have caused brand weakness in the first place.

In most cases a successful re-brand is more than just a fresh coat of paint, it requires that all the issues that may be causing brand confusion or negative perception be addressed and fixed before re-brand implementation.

Key objectives of a brand audit:

1. Provide a benchmark for improving brand strength
2. Identify and assess the true position of the brand with respect to key competitors, based on the perceptions of customers and shareholders.
3. Determine the relative positioning of key competitors and identify potential to move into desirable market space
4. Identify and re-evaluated strength/weakness/opportunity/threat (SWOT) data for broad use and in identifying a most beneficial market position
5. Provide data that will help develop, adapt or modify key messaging to claim company’s current or revised position – based on research findings and company’s future & brand and marketing plans
6. Provide data that will assist in the development an external/internal branding and communications plan with the overall objective of building the brand

The basic brand audit & analysis process includes:

1. Review of mission, vision, position (all key messages)
2. Interviews/surveys with customers, prospects, stakeholders, competitors, analysts, vendors, media, board members & employees, etc.
3. (Intangible perception of the brand) Measurement strategies to convert intangible to tangible
4. Review of all tactics and collateral materials – (all tangible materials) Collateral touch points (media) in terms of message consistency, appeal, effectiveness and quality.
5. Research and review of the target market
6. Research and review of the competition
7. Interpretation of results

For more information or discussion on brand audit & analysis, please add your comments,
or contact us directly.

Ted Hutchins, Managing Partner, Creative Director
Canada: 613.482.9623